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Victoria’s Secret’s Checkout UX

This is a usability benchmark of the checkout experience of Victoria’s Secret and 49 other sites. The overall performance of Victoria’s Secret is all but broken. Some of Victoria’s Secret's biggest checkout usability issues are due to poor Address Validators, Default Values & Autocompletion, and Order Review.

Rank: #48 of 50

Usability Score: 43

URL: victoriassecret.com

Reviewed by: Thomas Grønne

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 43

“Broken” Performance

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: -1.2

“Broken” Performance
Guideline #4: Neutral · Score: 0.0
Guideline #5: Issue Resolved · Score: 12.0
Guideline #6: Issue Resolved · Score: 12.0
Guideline #7: Issue Resolved · Score: 12.0
Guideline #8: Violated High · Score: -16.7
Guideline #9: Violated Low · Score: -6.0
Guideline #10: Violated Low · Score: -6.0
Guideline #11: Violated High · Score: -12.0
Guideline #12: Violated Low · Score: -6.0
Guideline #13: Adhered High · Score: 9.6
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Account Selection & Creation

9 Guidelines · Score: 14.4

Guideline #14: Adhered High · Score: 16.7
Guideline #15: Adhered High · Score: 16.7
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Violated High · Score: -16.7
Guideline #18: Violated Low · Score: -6.0
Guideline #19: Adhered High · Score: 12.0
Guideline #20: Violated High · Score: -12.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Adhered Low · Score: 3.6
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Customer & Address Information

12 Guidelines · Score: 56.2

Guideline #23: Adhered High · Score: 16.7
Guideline #24: Adhered Low · Score: 9.6
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Adhered High · Score: 16.7
Guideline #27: Issue Resolved · Score: 16.7
Guideline #28: Violated High · Score: -12.0
Guideline #29: Adhered High · Score: 12.0
Guideline #30: Violated Low · Score: -6.0
Guideline #31: Neutral · Score: 0.0
Guideline #32: Adhered High · Score: 9.6
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Violated High · Score: -7.2
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Gifting Flow & Features

5 Guidelines · Score: -17.9

“Broken” Performance
Guideline #35: Violated High · Score: -16.7
Guideline #36: Adhered High · Score: 12.0
Guideline #37: Violated Low · Score: -6.0
Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Violated High · Score: -7.2
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Shipping & Store Pickup

11 Guidelines · Score: -12.0

“Broken” Performance
Guideline #40: Violated High · Score: -16.7
Guideline #41: Violated High · Score: -14.4
Guideline #42: Adhered High · Score: 12.0
Guideline #43: Adhered High · Score: 12.0
Guideline #44: Violated Low · Score: -4.8
Guideline #45: Not Applicable · Score: 0.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
Guideline #50: Not Applicable · Score: 0.0
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: -15.6

“Broken” Performance
Guideline #51: Violated Low · Score: -6.0
Guideline #52: Adhered Low · Score: 7.2
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Violated High · Score: -12.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Adhered Low · Score: 4.8
Guideline #57: Violated High · Score: -9.6
Guideline #58: Not Applicable · Score: 0.0
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Credit Card Form

10 Guidelines · Score: -15.6

“Broken” Performance
Guideline #59: Violated High · Score: -16.7
Guideline #60: Violated High · Score: -16.7
Guideline #61: Violated High · Score: -16.7
Guideline #62: Adhered High · Score: 12.0
Guideline #63: Issue Resolved · Score: 12.0
Guideline #64: Neutral · Score: 0.0
Guideline #65: Not Applicable · Score: 0.0
Guideline #66: Adhered High · Score: 9.6
Guideline #67: Violated Low · Score: -3.6
Guideline #68: Adhered High · Score: 4.8
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Order Review

5 Guidelines · Score: 10.8

Guideline #69: Neutral · Score: 0.0
Guideline #70: Adhered High · Score: 14.4
Guideline #71: Violated Low · Score: -6.0
Guideline #72: Adhered High · Score: 12.0
Guideline #73: Violated High · Score: -9.6
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Order Confirmation & E-Mail

4 Guidelines · Score: -4.8

“Broken” Performance
Guideline #74: Violated High · Score: -12.0
Guideline #75: Neutral · Score: 0.0
Guideline #76: Adhered High · Score: 7.2
Guideline #77: Neutral · Score: 0.0
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Page Design

6 Guidelines · Score: 9.6

“Broken” Performance
Guideline #78: Violated Low · Score: -6.0
Guideline #79: Violated High · Score: -12.0
Guideline #80: Adhered High · Score: 9.6
Guideline #81: Issue Resolved · Score: 7.2
Guideline #82: Adhered Low · Score: 3.6
Guideline #83: Adhered High · Score: 7.2
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User Attention & Interactions

6 Guidelines · Score: 43.1

Guideline #84: Issue Resolved · Score: 16.7
Guideline #85: Adhered High · Score: 12.0
Guideline #86: Adhered High · Score: 12.0
Guideline #87: Violated High · Score: -12.0
Guideline #88: Issue Resolved · Score: 14.4
Guideline #89: Not Applicable · Score: 0.0
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Cross-Sells

4 Guidelines · Score: 23.9

Guideline #90: Issue Resolved · Score: 16.7
Guideline #91: Violated High · Score: -12.0
Guideline #92: Adhered High · Score: 12.0
Guideline #93: Adhered High · Score: 7.2
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Form Design & Features

8 Guidelines · Score: -14.4

“Broken” Performance
Guideline #94: Adhered Low · Score: 8.4
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Violated High · Score: -16.7
Guideline #97: Neutral · Score: 0.0
Guideline #98: Violated High · Score: -14.4
Guideline #99: Violated Low · Score: -6.0
Guideline #100: Violated High · Score: -7.2
Guideline #101: Adhered High · Score: 4.8
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Validation Errors & Data Persistence

6 Guidelines · Score: -28.7

“Broken” Performance
Guideline #102: Adhered High · Score: 19.1
Guideline #103: Violated High · Score: -19.1
Guideline #104: Violated High · Score: -16.7
Guideline #105: Adhered High · Score: 16.7
Guideline #106: Violated High · Score: -14.4
Guideline #107: Violated High · Score: -14.4
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Address Validators

4 Guidelines · Score: 0.0

Guideline #108: Not Applicable · Score: 0.0
Guideline #109: Not Applicable · Score: 0.0
Guideline #110: Not Applicable · Score: 0.0
Guideline #111: Not Applicable · Score: 0.0
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Field Labels & Microcopy

7 Guidelines · Score: -13.2

“Broken” Performance
Guideline #112: Violated Low · Score: -9.6
Guideline #113: Adhered High · Score: 16.7
Guideline #114: Adhered High · Score: 12.0
Guideline #115: Violated High · Score: -9.6
Guideline #116: Violated Low · Score: -6.0
Guideline #117: Violated High · Score: -9.6
Guideline #118: Violated High · Score: -7.2
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Field Design & Features

8 Guidelines · Score: 1.2

“Broken” Performance
Guideline #119: Violated High · Score: -16.7
Guideline #120: Adhered High · Score: 12.0
Guideline #121: Adhered High · Score: 12.0
Guideline #122: Adhered High · Score: 12.0
Guideline #123: Neutral · Score: 0.0
Guideline #124: Violated Low · Score: -3.6
Guideline #125: Violated High · Score: -7.2
Guideline #126: Violated High · Score: -7.2
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Default Values & Autocompletion

8 Guidelines · Score: 23.9

Guideline #127: Violated High · Score: -16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Issue Resolved · Score: 14.4
Guideline #130: Adhered High · Score: 12.0
Guideline #131: Not Applicable · Score: 0.0
Guideline #132: Violated High · Score: -7.2
Guideline #133: Not Applicable · Score: 0.0
Guideline #134: Adhered High · Score: 7.2
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All 50 sites were benchmarked across the 134 guidelines from the E-Commerce Checkout usability study. During our evaluation, Victoria’s Secret’s checkout process adhered to 51 usability guidelines, violated 51, and scored neutral on 8 occasions, while a remaining 24 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Industry Comparison: Apparel & Accessories

Overall Victoria’s Secret ranks 48 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 10 in the Apparel & Accessories industry.

Poor
Acceptable
Good

3. Nike

7. Gilt

8. Gap

“Broken” Performance
“Broken” Performance

10. Victoria’s Secret

“Broken” Performance
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